I think there needs to be a shift in how we approach web design and development. When I talk to a new or perspective client one of the first things I hear is, "This is the way I want to see things laid out on my website." During the initial meeting the first thing I ask clients to do is to let go of "I want" and instead, start by focusing on the goal of the website. The myriad of goals range and often include:

• Generating new business for my company.


• Updating my existing customers about company changes and acting as a customer service tool.


• Selling my products; I want to get people to buy from my website.


• Showing that I am a legitimate company.


• Marketing my business.

No matter what the goal, they all relate to the customer; without your customer there is no point to having a website.

I believe we need to take a step back and start asking the question, "How do my customers want to see things?" By switching our point of view we open ourselves and our company up to meeting the needs of our clients.

Customer centered questions are helpful. Be upfront and let your clients know that not only are you are trying to improve your company, but you're also striving to create a website to better serve their needs. It is also important to let them know that their feedback, both positive and negative, is an integral part of your success.

Here are some things you can do before designing or redesigning your website. Take the time to ask some questions like:

• What was the determining factor that played a role in why a customer chose you?


• What do customers like most about your company, product or services?


• Would they refer you to another company?


• What issues would they like you to adjust about your firm?

The feedback you receive from your customers will help you to determine what resonates with them. This will allow you to make decisions about what to focus on for the growth of your site. Ultimately, your website needs to send a cohesive message, and by focusing on your customers wants and needs, you can tailor your site to achieve maximum success.

Labels: emarketing, web design, web marketing, website growth